This article is inspired by a conversation with Amber Starling, the visionary founder of Good Witch Cleaning. The narrative has been refined for clarity and engagement.
Image Credit: Courtesy of Good Witch Cleaning. Amber Starling.
The Birth of a Visionary: How Facebook Ads Catalyzed Success
When Amber Starling transitioned to the charming town of Manhattan, Kansas—nicknamed the “Little Apple”—life threw its challenges at her. With dated titles but a wealth of experience, including her time as a volunteer firefighter, Amber found herself facing the daunting job market without the social connections essential for landing a role. After a frustrating seven-month job search, she resolved, “I can hire myself.” Thus began the journey of Good Witch Cleaning in 2017.
Seizing Opportunity: A Cleaning Business in High Demand
Why cleaning? Simple. It’s a service that never fades in demand. Amber identified a significant gap in the market for professional cleaning services tailored to families. Unlike larger corporations, which often prioritize profit over care, Amber’s mission centered around empathy and family values.
Building from Scratch
Amber kick-started her business with just a household vacuum and $100 salvaged from her grocery budget. With an eye for clever branding, she named her company Good Witch Cleaning, drawing inspiration from her proximity to the Wizard of Oz museum. A quirky pink witch hat on a sleek black car instantly made the brand memorable. But it was her ingenuity on platforms like Facebook that propelled her venture forward. She launched a $99 whole-house cleaning special that quickly attracted her first clients, despite facing tough challenges with demanding property managers.
A Growing Team: Investing in People
Within her first year, Amber welcomed her first employee, franchise-style businesses were not her approach. Every team member received full training and all necessary equipment. With the IICRC house cleaning technician certification being part of their training, her crew learned not only the arts of cleaning but also safety and chemistry—essential skills that culminate in delivering top-notch services.
Training as a Security Blanket
When asked, “What if your employees take their skills elsewhere?” Amber thoughtfully replies, “What if they stay without it?” Every Friday, the team convenes for breakfast followed by training—an investment in both staff skills and morale.
Overcoming Challenges: The Pandemic and Strategic Wisdom
With the support from programs like Jobber Grants, Amber was primed for expansion. However, her education through the SBA Emerging Leaders Program taught her the risks of hasty growth—especially as she lost 60% of her clients overnight during the pandemic. Instead of despairing, she pivoted the grant funds to focus on disinfection and sanitation trainings.
Courageous Decisions and Social Values
Amber’s response to the pandemic wasn’t merely about survival; it was about defining her justice-oriented brand. She embraced progressive values, positioning herself as an openly feminist and inclusive business. For her, proving that you can be a successful company without sacrificing humanity was paramount. By offering competitive wages, healthcare, and mental health resources, she forged a loyal and thriving team.
Majestic Growth: Numbers Telling a Story
Annual revenue projections tell an inspiring story: from $11,000 in 2017, it climbed to $467,000 in 2023. Amber purposefully decided against aggressive expansion, focusing instead on maintaining quality services for working and middle-class families. This choice stemmed from a community where the poverty rate was nearly double the national average—making empathetic growth not just viable but essential.
A Community-Centered Approach
Giving back remains a core value at Good Witch Cleaning. Amber’s dedication is evident in her various initiatives, from donating consulting services to local shelters to directing funds toward LGBTQ youth programs. The contributions reflect her profound belief that business success is not merely measured in profit but also in community impact.
Final Thoughts: A Journey of Resilience
Amber’s story serves as a potent reminder that business grows best with strong ethical foundations. Having risen from poverty, she champions those from similar backgrounds, nurturing talent over entitlement. In her eyes, success isn’t singular; it’s collective, and it starts with treating people right.
This article is part of our ongoing Women Entrepreneur® series, illuminating the challenges and triumphs of women-led businesses.
